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題名 | 企業形象、網路口碑與知覺價值對消費者科技產品購買意願之影響--以智慧型手機為例=The Influence of Corporate Image, eWOM and Perceived Value on the Intent of Technology Product Purchase--A Case Study of Smartphone |
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作者 | 樊祖燁; | 書刊名 | 致理學報 |
卷期 | 36 2016.11[民105.11] |
頁次 | 頁239-269 |
分類號 | 496.34 |
關鍵詞 | 企業形象; 網路口碑; 知覺價值; 購買意願; 智慧型手機; Corporate image; Electronic word-of-mouth; eWOM; Perceived value; Purchase intention; Smartphone; |
語文 | 中文(Chinese) |
中文摘要 | 近年來因為網路的興起,使消費者可以快速有效地收集產品資訊。此外,隨著OEM及ODM的興起,許多科技產品多使用相同廠商之關鍵零組件,因此產品功能大同小異,加上許多功能不是消費者常用到的,所以產品功能已不是消費者購買科技產品的最重要考慮因素。在產品功能越來越同質化的情況下,消費者購買科技產品會依據何種考量因素決定其購買行為,便是學者與廠商極待探究的議題。智慧型手機可以說是近10年來使用者人數成長最快速的科技產品,其銷售量已創下最快超過上億用戶的3C科技產品。近年智慧型手機的銷售成長率已由兩位數減少為個位數,為了增加產品的銷售量,手機業者不斷地推出創新產品,以提供多樣且新潮的功能供消費者選擇,使得這塊市場由藍海逐漸變為紅海。但據報導,蘋果的iPhone手機在單一機種的銷售量以及毛利率仍較其他品牌智慧型手機為佳。本研究以使用iPhone手機最主要的消費者,上班族及大學生,為受訪者,利用立意抽樣法進行問卷調查,並以迴歸分析做為主要之統計分析工具,探討企業形象、網路口碑、知覺價值對消費者購買意願的影響,試圖跳脫製造廠商對性價比的迷思,並希望能找出行銷的具體策略,藉由行銷的手段,讓競爭對手不易模仿與超越,且增加顧客對品牌科技產品的購買意願。本研究共收回了158份有效問卷,統計分析的結果顯示,企業形象、網路口碑、知覺價值對消費者購買意願都有顯著的正面影響,其中又以知覺價值對消費者購買意願有最顯著的正面影響。 |
英文摘要 | As the internet becomes more popular, consumers can quickly and efficiently collect product information on line. Many venders have similar OEM and ODM production strategy and use same parts or modules in their own brand technology products. These results in those products with different brands have similar or same functions. Many of the functions are not frequently used by consumers. Therefore product function is not the most important factor when consumers make the buying decision. The determining factor for customers to make a buying decision on technology products has become a popular research topic for vendors and researchers Smartphone has been one of the fastest growing technology products in terms of sales volume for the past 10 years. The sales volume of smartphone has exceeded that of 3C technology products which had hundreds million in unit sales. Since smartphone sales growth rate has reduced from double digits to single digits in recent years, venders continue to launch innovative products to provide diverse and trendy features for consumers to choose. The smartphone market has gradually transitioned from the Blue Ocean to the Red Sea in order to increase product sales. The sales reports show that Apple's iPhone is still the leading brand product from both sales and gross margin perspectives. This study is to target iPhone's main consumers; office workers and college students, as respondents. Purposive sampling questionnaires and regression analysis are used as main statistical analysis tool to explore corporate image, electronic word-of-mouth and perceived value impact on consumers purchase intention. This research model may prevent venders from using the CP value myth so vendors may find specific marketing strategies to gain competitive advantage from their competitors and avoid their competitors to copy their products. As a result, the customer brand technology products purchase intention increases. In this study, a total of 158 valid questionnaires were collected. The analyses results showed that, corporate image, electronic word-of-mouth and perceived value have positive impact on the consumers purchase intention. The perceived value have the most positive impact on the consumers purchase intention. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。